Medesthetics

JAN-FEB 2014

MedEsthetics magazines offers business education and in-depth coverage of the latest noninvasive cosmetic procedures for physicians and practice managers working in the medical aesthetics industry.

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EDITOR'S NOTE EDITORIAL ADVISORY BOARD Mary Lee Amerian, MD Santa Monica Laser and Skin Care Center, Santa Monica, CA A Passion for Aesthetics At one of the first conferences I attended as the editor of MedEsthetics magazine, a physician commented, "Every once in a while I look at my staff and think, 'Which of my employees would still be doing this job if I wasn't paying them?' It's an interesting question to ask yourself." I think of this often as I meet the professionals who populate the cosmetic practices across this country, because members of the medical aesthetics industry are passionate about their careers. They are constantly thinking of new ways to improve the patient Inga Hansen experience, achieve better outcomes and make their practices Executive Editor/Associate Publisher the best that they can be. The patients that support this industry are passionate as well. They want to look and feel their best, and they want to be the first to learn about the latest cosmetic and antiaging research, technologies and procedures. Practices can help quench this thirst for information by sharing informative, timely articles on the latest products and procedures through their websites, physician blogs and enewsletters. Oftentimes, practices depend on the expertise of ghostwriters to help them turn their knowledge into consumer-friendly copy. In this issue's Business Consult column (page 18), consultant Cheryl Whitman offers tips on hiring and working with ghostwriters. Practice growth also depends on cultivating patient retention by offering topnotch services that lead to referrals and repeat visits. The professionals in this industry are truly grateful to the patients who come back time and again, and refer their friends and family members. But, on occasion, they struggle with how to reward that loyalty. To help practices show their gratitude to their most faithful patrons, we spoke with medspa owners and managers. On page 46, they share their most successful patient loyalty programs and strategies. this job if I wasn't paying them?' At MedEsthetics, we are immersed in the world of medical cosmetics, and very much enjoy sharing what we've learned through our magazine, newsletters and social media sites. When our newest staff member, senior editor Stacy Gueraseva, turned in her first edit with a note that read, "We are the cosmetic surgeons of words—shaping, sculpting and slimming copy!" I knew we had chosen the right person for our team. What are your strategies for identifying top candidates and harnessing the passion they have for their jobs to help grow you practice? Email me at ihansen@creativeage.com. We would love to share your responses with our readers in upcoming issues. Saul R. Berger, MD Medical Director, New Age Aesthetics, Encino, CA Padraic Deighan, MBA, JD, PhD Vail, CO Michael H. Gold, MD Assistant Clinical Professor, Vanderbilt University Medical Center Founder, Gold Skin Care Center, Nashville, TN Bruce Katz, MD Clinical Professor Dermatology, The Mount Sinai School of Medicine Director, Juva Skin & Laser Center, New York Lorrie Klein, MD Assistant Clinical Professor, University of California-Irvine Medical School Founder, LK Dermatology & Laser Center Euro Day Spas, Laguna Niguel, CA Allan Share President, International Medical Spa Association, Minnetonka, MN David H. McDaniel, MD Assistant Professor of Clinical Dermatology and Plastic Surgery, Eastern Virginia Medical School Director, The Institute of Anti-Aging Research, Virginia, Virginia Beach, VA Vic Narurkar, MD Associate Clinical Professor of Dermatology, UC Davis Medical School Chief of Dermatology, California Pacific Medical Center, San Francisco Ava Shamban, MD Laser Institute for Dermatology and European Skin Care, Santa Monica, CA Hema Sundaram, MD Director, Dermatology, Cosmetic & Laser Surgery Rockville, MD and Fairfax, VA ihansen@creativeage.com • 603.354.3291 10 JANUARY/FEBRUARY 2014 | MedEsthetics Wm. Philip Werschler, MD Spokane Dermatology Clinic and Aesthetic Image Medical Spa, Spokane, WA

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